The relationship between service quality, customer satisfaction and customer loyalty in the context of insurance industry in Kota Kinabalu
The purpose of this study is to examine the service quality towards satisfaction and customer loyalty. The study also examines the mediating effects of satisfaction between service quality and customer loyalty. In this study, the dimensions of service quality consist of five dimension attributes (e....
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| Format: | Thesis |
| Language: | English English |
| Published: |
2015
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| Subjects: | |
| Online Access: | https://eprints.ums.edu.my/id/eprint/38096/1/ABSTRACT.pdf https://eprints.ums.edu.my/id/eprint/38096/2/FULLTEXT.pdf |
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| Summary: | The purpose of this study is to examine the service quality towards satisfaction and customer loyalty. The study also examines the mediating effects of satisfaction between service quality and customer loyalty. In this study, the dimensions of service quality consist of five dimension attributes (e.g. assurance, reliability, tangible, empathy and responsiveness) A total of 253 respondents are used for the statistical data requirement. Data that collected through questionnaire form using convenient sampling method. The statistical method that adopted in this study is by using the SmartPLS version 2.0. The finding of this study show that service quality dimensions namely assurance, reliability, empathy and responsiveness have a relationship with customer satisfaction. While, dimension namely assurance and responsiveness show a positive relationship towards customer loyalty. Other than that, the result show there is a relationship between customer satisfaction and customer loyalty. Meanwhile, the dimension of assurance, reliability, empathy and responsiveness are mediates by customer satisfaction towards customer loyalty. Contribution to this study divided into two which is the theoretical finding and contribution to the industry. Limitation of the study, implication of the study and future research are also included in this study. |
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